Parker turns around slumping MARTA

Managing the nation’s ninth-largest public transit system can’t be easy, but MARTA’s CEO, Keith Parker, is making it look that way — and kicking “knuckleheads” off of trains in the process.

Since taking the helm of MARTA in late 2012, Parker has helped improve the system in many ways, including reopening public restrooms shuttered in 2010, introducing a mobile app with real-time bus locations and announcing a “Ride With Respect” campaign to end “uncivil” behaviors on trains and buses. Panhandling, raucous music, profanity and other rude behaviors can now result in passengers’ suspension from the system.

Parker also kept MARTA fares steady for 2013. These “customer relief” measures are intended to lure back a portion of the thousands of passengers lost in 2009, when one-way fares rose to $2. In July, Parker told the Fulton County Board of Commissioners that he believes the system can turn itself around financially within five years.

Part of getting back on track meant downsizing 150 executive-level jobs this year to prepare for next year’s estimated $10 million deficit. Parker has committed that those who kept their jobs will be offered Christmas bonuses and merit-based salary increases by mid-2015.

When Parker accepted the position as MARTA’s CEO last December, the agency had cut 30 percent of its bus routes, employees hadn’t received raises in six years and a $33 million loss was projected for the coming year. Just seven months later, that projected deficit was transformed into a $9 million profit.

Parker attributes this success to his increased focus on customer service and trusting his employees to do their jobs. Under his leadership, MARTA has been much more proactive in its search for advertising opportunities, as well as offering MARTA-owned property near stations for development into shops and restaurants. He expects to raise fares by an average of a dime every two years, but is confident that by putting the customer’s safety and satisfaction first, he can put a stop to declining ridership.

MARTA’s board of directors chose Parker for his experience in turning around failing transit systems. In his previous job as general manager of San Antonio’s public transit system, VIA, he helped raise ridership by 41 percent in just two years. Prior to San Antonio, Parker was CEO for the Charlotte Area Transit System (CATS) in North Carolina. In both cities, Parker focused on utilizing public involvement and technological innovations to improve the overall customer experience while maintaining some of the lowest public transit costs and highest ridership increases in the country.

Parker holds an MBA from the University of Richmond and a master of urban and regional planning degree from Virginia Commonwealth University, as well as a professional certification from the American Institute of Certified Planners.

He currently serves on the board of directors for the Intelligent Transportation Society of America, the Transportation Cooperative Research Program’s Oversight Project Selection Committee and the executive committee of the board of the American Public Transportation Association.